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![Presented by TREZ
Presented by TREZ
Reference list
Coloribus (n.d.)Amf Pension: "LENTICULAR PRINTING" Outdoor Advert by Forsman & Bodenfors Gothenburg. Available from:
http://www.coloribus.com/adsarchive/outdoor/amf-pension-lenticular-printing-10506405/ [Accessed 13 January 2016]
Cialdini, R. (2004) The SCIENCE of Persuasion', Scientific American Special Edition, 14 (1), 70-77.
Pfma (n.d.)Pet Population 2014.Available from:
http://www.pfma.org.uk/pet-population-2014 [Accessed 05 Dec 2015]
Packman,W., J. CARMACK, B. and Katz,R. (2014) online survey as empathic bridging for the disenfranchised grief of pet loss,
OMEGA 69(4),334. Available from:
http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=191a4b96-4afb-4f76-9ac4-d37607ed4759%40sessionmgr4003&vid=11
&hid=4205[Accessed 05 Dec 2015]
Taylor, G. (2012-2013) Advertising in a Digital Age - Best Practices & Tips for Paid Search and Social Media Advertising.
Available from:
https://books.google.co.uk/books?hl=zh-CN&lr=&id=8we-AR0nOasC&oi=fnd&pg=PA5&dq=youtube+trueview+in-stream+ads&ots
=n5U95JfkTE&sig=hUGiMcMGZIEqoIMTW1dF0KHWAok#v=onepage&q=trueview%20in-stream%20ads&f=false [Accessed 07
January 2016]
Torche, F.(2004) Reciprocity and Trust: A Theoretical Model of Two Types of Social Capital* Annual Meeting, San Francisco, p1.
23p.Available from:
http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=724d8305-fab3-4b2c-be6c-90554bd003a9%40sessionmgr112&vid=5&h
id=120 [Accessed 11 January 2016]
UK Civil Society Almanac (2014) Who volunteers in the UK. Available from:
http://data.ncvo.org.uk/a/almanac14/who-volunteers-in-the-uk-3/ [Accessed 14 December 2015]
UK Civil Society Almanac (2014) What kind of people give to charity?. Available from:
http://data.ncvo.org.uk/a/almanac14/what-kind-of-people-give-to-charity/ [Accessed 14 December 2015]](https://image.slidesharecdn.com/b9783e1e-b4ad-42dd-815e-f86dce4344f7-161116020742/85/Bluecross_presentation-34-320.jpg)
Uploaded byKanyarat Thavorncharoensukoh
Bluecross_presentation
The marketing communication project aims to increase brand awareness of PBSS (Pet Bereavement Support Service) by 2% within 3 months. The big idea is "Empathy not Sympathy" and "Others DON'T SEE what WE SEE". The strategy uses warm and hot lead generation tactics. Warm leads will use push advertising like Facebook video ads and posters to reach targets and introduce PBSS. Hot leads will use pull advertising like Google AdWords and brochures to drive targets to use PBSS services. The expected outcome is that targets will feel more aware of PBSS and grateful toward the Blue Cross brand.
Bluecross_presentation
- 1.
- 2. Prinkpraewa A. Account Manager KanyaratT. Strategic Planner Amanda H. Creative Director Media Planner Media Planner Yuanjing Zhang Wing Kei Tam
- 3. Presented by TREZ Presentedby TREZ Agenda • Marketing Communication Objective • Marketing Research & Consumer insight • Target Audience • Strategy & Tactic • Media Channel • Budget • ROI
- 4. Presented by TREZ Presentedby TREZ Trend from search Our awareness is the lowest compared with the major competitors
- 5. Presented by TREZ Presentedby TREZ Top Animal Charities in The UK 2014 Marketing Spending Low High High Low Awareness
- 6. Presented by TREZ Presentedby TREZ PET BEREAVEMENT SUPPORT SERVICE (PBSS)
- 7. Presented by TREZ Presentedby TREZ Objective Increase 2% of the overall Brand Awareness by using PBSS within 3 months. which allow to BENCHMARK association to Blue Cross
- 8. Presented by TREZ Presentedby TREZ Opportunities ● Families and friends lack know-how ● Formal counseling services lack empathy ● Reciprocity Theory (Cialdini, 2004) GRATITUDE 2X Research found (Packman, 2011) (Toray, 2004) (Torche,2004)
- 9. Presented by TREZ Presentedby TREZ Issues ● High demand but low awareness ● Limited resources
- 10. Presented by TREZ Presentedby TREZ The Challenges How can PBSS be present at the exact moment the service is needed How can we promote PBSS and make Blue Cross the top of mind charity for pet bereavement
- 11. Presented by TREZ Presentedby TREZ Segmentation Promote PBSS among potential targets that are likely to be organizational targets Donors Volunteers
- 12. Presented by TREZ Presentedby TREZ Age 35-49 The most likely to be volunteers Target Analysis Demographic - Donors and Volunteer Age 25-64 The donation rate is high % Source: Charity Aids Foundation (2014) % % %
- 13. Presented by TREZ Presentedby TREZ Identify Target Demographic Age: 25-64 years old Gender: Both male and female Income: Average Pet: Have or used to have pet Geographic Live in: The UK
- 14. Presented by TREZ Presentedby TREZ Insights • Pet loss is one of the most difficult times in their life • Women think of the pet as their child • Men think of the pet as their best friend • Lack of empathy from others • Grief is felt more than a year after the loss • Seeing other pets remind them of their pet loss and grief (Planchon et.al, 2002) (Pat Sable, 2013) Target Analysis (Chunhansen, 2006)
- 15. Presented by TREZ Presentedby TREZ Big Idea EMPATHY not SYMPATHY Others DON’TwhatWe SEE
- 16. Presented by TREZ Presentedby TREZ The Strategy WARM HOT • Pet Loss • Pet Sick • Pet Stolen • Pet Given up • Relationship Breakdown • Any Pet Owners who love them like family (8 M. households) Source: http://www.pfma.org.uk/pet-population-2014
- 17. Presented by TREZ WarmLeads Video Content Facebook Activity Media Use
- 18. Presented by TREZ Presentedby TREZ Warm Lead Hot Lead Video Content (30 Sec) Promote via • Facebook Video ads • Youtube Trueview
- 19. Presented by TREZ Presentedby TREZ Warm Lead Hot Lead Poster Using ‘Lenticular Poster’ to convey the key message ● Vet Clinics ● Dog Parks ● Pet shops ● Pet cafes example Promote via
- 20. Presented by TREZ Presentedby TREZ Warm Lead Hot Lead Facebook Campaign Setting ‘PBSS DAY’ with a fixed date: 15th for coping, 30th for recruiting volunteers 15 30 • Demonstrate PBSS • Create Earned Media • Define Hot Leads and Trigger to Try PBSS • Recruit volunteers Coping Volunteer PBSS DAY
- 21. Presented by TREZ Presentedby TREZ Hot Leads Google Adwords Wikipedia Pet Forum Brochure
- 22. Presented by TREZ Presentedby TREZ Warm Lead Hot Lead SEM > Google Adwords Direct Keywords Related Keywords • Pet Bereavement • Pet Loss • Dog Loss • Cat Loss • Pet Grief • Losing A Pet • Death Of A Pet • Pet Memorial • Dog Memorial • Cat Memorial • Pet Cremation • Pet Crematorium • Pet Loss Poems To be found when targets need us with direct and related keywords
- 23. Presented by TREZ Presentedby TREZ Warm Lead Hot Lead • click call fromPet Bereavement Mobile - Click to call (service time), Text ads (off service) PC/Tablet - Text ads
- 24. Presented by TREZ Presentedby TREZ Warm Lead Hot Lead SEO - Wikipedia Utilize Wikipedia as a free media and SEO tool to tell audience. Show the link between PBSS and Blue Cross.
- 25. Presented by TREZ Presentedby TREZ Warm Lead Hot Lead Pet Forum Create PBSS conversation among pet lovers with the volunteer story to draw attention and stimulate them to use PBSS
- 26. Presented by TREZ Presentedby TREZ Warm Lead Hot Lead Brochures Using ‘Brochures’ as the guidance for the needed target at the right place Pet Crematoriums • Coping with pet loss • Coping for your children
- 27. Presented by TREZ Presentedby TREZ Media Summary • Facebook Video Ad • Facebook Boost Post • Youtube Trueviews • Lenticular Posters • Google AdWords • Brochures • Forums • Wikipedia WARM HOT
- 28. Presented by TREZ Presentedby TREZ Budget allocations Truview Truview Adwords Adwords
- 29. Presented by TREZ Presentedby TREZ Production Timeline
- 30. Presented by TREZ Presentedby TREZ Media Timeline
- 31. Presented by TREZ Presentedby TREZ Campaign Summary REACH Warm Leads (Push Media) ACQUISITION Hot Leads (Pull media) 2% Brand Awareness Reciprocity
- 32. Presented by TREZ Presentedby TREZ Expected ROMI £248,503 - £15,523 £15,523 Return On Marketing Investment = 15:1 Estimate Donation - Budget Budget
- 33.
- 34. Presented by TREZ Presentedby TREZ Reference list Coloribus (n.d.)Amf Pension: "LENTICULAR PRINTING" Outdoor Advert by Forsman & Bodenfors Gothenburg. Available from: http://www.coloribus.com/adsarchive/outdoor/amf-pension-lenticular-printing-10506405/ [Accessed 13 January 2016] Cialdini, R. (2004) The SCIENCE of Persuasion', Scientific American Special Edition, 14 (1), 70-77. Pfma (n.d.)Pet Population 2014.Available from: http://www.pfma.org.uk/pet-population-2014 [Accessed 05 Dec 2015] Packman,W., J. CARMACK, B. and Katz,R. (2014) online survey as empathic bridging for the disenfranchised grief of pet loss, OMEGA 69(4),334. Available from: http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?sid=191a4b96-4afb-4f76-9ac4-d37607ed4759%40sessionmgr4003&vid=11 &hid=4205[Accessed 05 Dec 2015] Taylor, G. (2012-2013) Advertising in a Digital Age - Best Practices & Tips for Paid Search and Social Media Advertising. Available from: https://books.google.co.uk/books?hl=zh-CN&lr=&id=8we-AR0nOasC&oi=fnd&pg=PA5&dq=youtube+trueview+in-stream+ads&ots =n5U95JfkTE&sig=hUGiMcMGZIEqoIMTW1dF0KHWAok#v=onepage&q=trueview%20in-stream%20ads&f=false [Accessed 07 January 2016] Torche, F.(2004) Reciprocity and Trust: A Theoretical Model of Two Types of Social Capital* Annual Meeting, San Francisco, p1. 23p.Available from: http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=724d8305-fab3-4b2c-be6c-90554bd003a9%40sessionmgr112&vid=5&h id=120 [Accessed 11 January 2016] UK Civil Society Almanac (2014) Who volunteers in the UK. Available from: http://data.ncvo.org.uk/a/almanac14/who-volunteers-in-the-uk-3/ [Accessed 14 December 2015] UK Civil Society Almanac (2014) What kind of people give to charity?. Available from: http://data.ncvo.org.uk/a/almanac14/what-kind-of-people-give-to-charity/ [Accessed 14 December 2015]
- 35. Presented by TREZ Presentedby TREZ “Empathy Not Sympathy” BIG IDEA Summary Obj. Tactic How Expected Outcome Promote Brand & PBSS Awareness Hot leads Pull Advertising Drive targets to use PBSS We know We‘ve been through that before • Google Adwords • Brochure • Wikipedia • Forum Drive action to use PBSS Warm Lead Push Advertising Reach target and introduce PBSS services we SEE what others DON’T ● Facebook VDO Ad ● Facebook Boost Post ● Youtube Trueviews ● Lenticular Posters More aware of PBSS and feel gratitude toward Blue Cross Task Target increasing by brand awareness by using PBSS Key Message • Amplify to owned media - Youtube / Facebook / Instagram
- 36. Presented by TREZ Presentedby TREZ Estimated Revenue 3,274,5000 is the full estimated reach of our digital campaigns. Using average Click-Thru Rate values for each platform, we estimate AWARENESS from our reach to be 1,082,910.